Today we’d like to introduce you to Isabel Lee.
Isabel, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Nearly 9 years ago, I bit the bullet and started my dream t-shirt company. And I say it that way, because it’s really tough to start something you’re excited about and end up not going through with it. So, I had to wait until I was ready to commit. I threw myself a launch party in a dingy bar around the corner that would have me. I had all my performer friends come and show off their talents. I had a singular design that I actually had a friend make for me (that’s how afraid I was to begin the journey). After that was the hustle. I threw free merch to my performer friends to help me get some extra eyes. I started my social media, and at the time, the hot platform was Tumblr. Tumblr was the hot spot and I got some eyes, I wouldn’t have gotten otherwise by being featured on popular accounts. I designed my own shirts and launched them very slowly. When you start a brand with no following but a ton of really good friends, you can afford to move… just at a very slow pace. So, I was releasing new designs every year or so for about 3 years. Then, a couple friends decided they wanted to back WT and see it grow more. So, they helped with the funds, and we produced a ton more designs. We took our merch to an event called “Battle of the Tees” and won first place. It was the first big validation I’ve ever really felt from making these shirts.
After that, I was contacted by Brooklyn Brewery to design a collaboration shirt for their Mash tour stop in Chicago. We don’t come up at the top of the list of Chicago t-shirt brands, so I owe our Battle of the Tees win to coming up a little higher in the search engine for that. It was a wild week of beer and culture, and meeting all sorts of people who just loved what they did. It was nothing short of inspiring. A couple years of that and we had done more than a handful of street fests like Wicker Park Fest. Those fests were hit or miss on the year. And as the years went on, our sales had depleted and made it not worth going to. The guys and I have put a lot of work into the brand, but we have had to make pivots to make things work. WT has been moving slower in the past few years, especially since my partners no longer live in Chicago anymore. I rely heavily on my circle of friends to make events work. And, as WT still exists and is still moving forward – especially with our baby/toddler line still as adorable as ever, I have been spending time working on other projects. I design for bands and brands. Currently, I’m working on launching a new personal projects brand (Busy For Nothing), as well a podcast (Working Classy) where my co-host Laurel and I chat about side hustles and passion projects.
We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
The initial struggles were with money. I needed money to start selling anything, and with what little money I did have, I had to put it right back in for the next batch. That made my progress slow on the variety of merchandise I could offer. That being said, I have also been very adamant about using Made In USA merch, which means I pay sometimes 4 times the amount someone else would on a single t-shirt. This was a decision that has been questioned many times because it does hold us back in our production. Being a small business, we have to be aware of what our competitor prices are for similar merchandise as well as what our customers are willing to pay. At that point, we take the hit. But Made in the USA was something I had been proud of from day one, so we aren’t backtracking to cut corners and make a cheaper product. And after our in-person sales at street fests had dwindled, we have been focusing solely on our online store.
So, as you know, we’re impressed with Wishful Thinker Clothing – tell our readers more, for example, what you’re most proud of as a company and what sets you apart from others.
Wishful Thinker Clothing is a Made in USA graphic t-shirt company. We have made tank tops, hats, beanies, zip hoodies, baby onesies, toddler tees, and prints. I am probably the proudest of the connections we have made over the years. I have worked with some really cool bands and brands. I have spotted strangers on the street wearing WT. And that is the closest feeling to being a rock star I could ever have.
I have always wanted our brand to accessible. There is no type for who would wear it. I think our lowkey chill vibes without overtly saying that’s how we are, really makes us relatable. On social media, we have shared our travels and struggles. It’s how we keep up, no facade, no gimmicks. And our high fives and good vibes are always free.
So, what’s next? Any big plans?
We are looking into different sales channels to move our stock. We have some ideas in the works. I love a good anniversary release, so that might be happening this fall as well.
Contact Info:
- Website: www.wishfulthinkerclothing.com
- Email: contact@wishfulthinkerclothing.com
- Instagram: instagram.com/wishfulthinkerclothing
- Facebook: facebook.com/wishfulthinkerclothing
- Twitter: twitter.com/wt_clothing
Image Credit:
Brittany Purlee, Britography
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